mobile search marketing - searchfest 2013
DESCRIPTION
This slide deck on Mobile Search Marketing was presented at SearchFest 2013 in Portland. Covering mobile search for organic search, local search and paid search as well as the mobile experience. Tips for Responsive Web Design SEO, mobile Google AdWords, sitelinks and more.TRANSCRIPT
Mobile Search Marketing SEMPDX - SearchFest 2013
@AaronWeiche Minneapolis
Just The Start
• Mobile search is booming … and therefor evolving
• Desktop factors, but not a desktop screen
• Paid is at a big turn, AdWords Enhanced Campaigns
Mobile Search
1. Paid+ Most control+ Best real estate
2. Local+ Most context+ Best result
3. Organic+ Challenged
PAIDLOCAL ORGANIC
Mobile Search
Visibility Matters A LOT
Google has outlined that a drop from from the 1st to 4th position in mobile ad SERPS can mean a 90% CTR drop.
Only 3 to 4 “haves” and the rest are “have nots”
-90%
Mobile Search
Organic Search
@AaronWeiche
Mobile Search Best Practices
• Mobile & Desktop are still very similar, so follow both organic ranking factors for content and on-page optimization
• Google is feeding us that users want the same content, just a better experience on mobile so chasing “mobile only” factors might be short sighted
• Access for Googlebot Mobile • If you have a mobile site, make sure the m.domain.com robots.txt is in place, not
blocking the site … use of VARY HTTP header
Organic Known Factors
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Mobile Search Best Practices
Responsive Advantages
+ User experience on all devices+ One URL, one set/version of content+ Links hit the same URLS+ Easier to maintain, one CMSBostonGlobe.com , Mashable.com
Mobile Site ApproachParallel Mobile Site Advantages
+ Control the user experience+ Features just for mobile user+ Better control over mobile SEO meta and content+ Better load timeAmazon.com , Ebay.com
Dynamic Mobile Site Advantages
+ Easier technical implementation + Better than desktop user experienceCNN.com , Zillow.com
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Mobile Search Best Practices
• Just how much weight: Responsive Website or Mobile site (m.domain.com)
• Links and activity from mobile social networks
• Mobile meta standard introduced, mobile rich snippets (PLEASE)
• SERP action success, clicks/touches and time on site
• Speed, always consider speed improvements
Future Factors
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Mobile Search Best Practices
Will the mobile user experience trump many ranking factors?
http://www.brysonmeunier.com/mobile-icons-in-google-smartphone-results/
Future Factors
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Mobile Search
Local Search
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Local Mobile Search Is Right Here, Right Now
It’s not research mode, it’s NEED mode.
Mobile IS Local
Local searches make up 20% of desktop, that jumps to 50% on mobile
All CONTEXT driven and PROXIMITY might be the greatest context in search
Mobile search results in action, 70% within an hour
Local Mobile Search
• Use David Mihm’s Local Search Ranking Factors report
http://www.davidmihm.com/local-search-ranking-factors.shtml
• Pay attention to changes in SERP delivery, they currently change often
• Device specific serps (smartphone and tablet)
Local Ranking Factors
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Local Mobile Search
• Research and know the mobile terms that can produce a top and a dominant listing for you
• Pure local results on mobile
Dominance
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Local Mobile Search
• Some directory profile pages carry significant weight
• Yelp, Urbanspoon and Citysearch are most common, especially Yelp
Directories
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Mobile Search
Paid Search
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“Mobile ads are the freaking bomb, they’re in my pocket!”
-@w2scott
Paid Mobile Search
• Separate mobile bidding is gone! Yuck
• Mobile bids are controlled by % adjustment from desktop • It is less work to build campaigns for mobile, but the fine
controls have been removed
• Sitelinks have more control, down to the ad level
• Call length and number information is now included
• Collection of blog posts by Luke Alley of Avalaunch Media: http://bit.ly/GECresource
Enhanced Campaigns
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Paid Mobile Search
Enhanced Campaigns
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Paid Mobile Search
Enhanced Campaigns
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Paid Mobile Search
Enhanced Campaigns
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Sitelinks
I LOVE sitelinks
Customer service for your mobile search ad
More characters, more SERP real estate
Will better sitelinks= better user adoption?
Granular reporting
SOCIAL PROOF
PRICE DEFINE DO IT!
OUCH
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Understand the INTENT of the search, use sitelinks to meet the intent
VISIT DEALS THEME / TIMING
WASTED
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Paid Mobile Search
Dominate the mobile SERP
• Combine paid and organic
Example: 7 location auto body shop• 23.44% of their total clicks are mobile• CTR for mobile ads is 3.17% vs. 0.95%
for desktop, 255.22% better• Mobile clicks are 33.02% less
expensive than desktop clicks ($2.07 vs. $1.39)
• Mobile conversions up
Case StudyMobile PPC
Organic
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Paid Mobile Search
• Both Click to Call and directions sitelink • Give a better EXPERIENCE to the user with
paid search over organic result
Locations
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Paid Mobile Search
Click to Call• 52% of smartphone users have called after search • Call extensions improve click through rate 6%-8%
• Enhanced now brings call reporting to all
Source: Google
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Paid Mobile Search
Create visibility & show expertise
• Mobile landing pages have their own rules
• We create 2 versions – all (trust) and short (simplicity) to test initially
• Test mobile landing pages
Landing Pages
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Mobile Search
The Mobile Experience
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Mobile
Mobile ExperienceThe Search & Context The Mobile SERPs The Mobile Experience
#1“My need, here & now”
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Mobile
Mobile ExperienceMobile Friendly = More likely to buy
67%Mobile Unfriendly = More likely to leave
61%
Source: Google
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Mobile Usability
The obvious goal is to create and enable an experience, not limit it
Remove friction and simplify
Take advantage of intuitive device experiences
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Mobile Usability
Don’t just pair down, meet the context of the mobile user
Fingers and thumbs
Use prior analytics to understand importance, utility and needs
Mobile Search Best Practices
Both Google and Bing recommend Responsive Web Design (RWD)
• RWD is preferred, but mobile sites work too using Vary HTTP header
• Pierre Far of Google stresses the right build
over optimization – FOR NOW
Responsive Preferred
https://developers.google.com/webmasters/smartphone-sites/
@AaronWeiche
Mobile Search Best Practices
• Less characters in the SERP displayed, more consistently in the 50 – 55 characters in meta title
• Don’t change/shorten your headings h1, h2, h3
• Speed of load, always optimize speed
• Allow the crawling of site assets (CSS, images, JS)
Responsive SEO
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Mobile Experience
Addition of a mobile site increased mobile traffic, page views, reservations
• Mobile traffic is up 45.5% in 2012 vs 2011• Mobile menu’s out perform majority of desktop
pages in visits, TOS, entrance pages, bounce rate
• Wine pairing feature provides utility for the customer
• Mobile reservations up
Case Study
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Mobile Experience
Great example of mobile experience for numerous locations
Subway
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Mobile Experience
Great example of mobile experience for e-commerce
lululemon
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Mobile Search
• The world of mobile search right now – Paid and Local are your best options
• Research and know your wrinkles and opportunities
• Ensure that once your result is clicked, it has the ability to deliver with a great mobile experience
• Don’t fall asleep at the wheel, it’s about to speed up
Summary of Mobile PAID PAIDPAID PAIDPAID PAIDPAID PAIDLOCAL LOCALLOCAL LOCALLOCAL LOCAL
ORGANIC
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Mobile Search Marketing
@AaronWeiche
http://www.linkedin.com/in/aaronweiche
Blog: AaronWeiche.com
Thank you, let’s connect.
@AaronWeiche